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MOLSON BEGINS RADIO CAMPAIGN FOR CARLING BLACK LABEL

By Adnews Staff

Montreal-based Molson broke a new radio campaign for its Carling Black Label brand this week. The 60-second ad is running on French-language radio stations in Quebec. It is presented in the form of a song called "Son nom c'est Jack." According to Molson, the song's central character, Jack, embodies the personality of the brand. "Developing and airing a song the likes of 'Son nom c'est Jack' constitutes an innovative departure for Molson," said Carling Black Label brand manager Claudine Blondin. The campaign was created by Publicis.

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